The paper "Factors that Drive the Use of Social Media Marketing among Australian Start-Up Companies " is a great example of a marketing research proposal. Marketing is one of the most important organizational functions. Companies use marketing as a means of reaching out to new markets as well as maintaining the customers who are already buying their products. To achieve these two related objectives, companies normally use various channels to communicate with their current and potential customers. In general marketing channels are divided into two: traditional channels such the print or digital media as well as new channels, the most important example being social media sites (Schultz, Patti & Kitchen 2013, p.
25). Furthermore, it has pointed out that companies are constantly changing their preferred mode of communicating their marketing messages to their customers, subject to varying market demands (Owen & Humphrey 2009, p. 3). The main objective is to use the most effective methods of communicating with existing and potential clients. Given that the effectiveness of the marketing function of any organization is one of the most important determinants of how successful the organization is, it follows that organizations devote a considerable amount of resources to effectively communicate with their current and potential customers.
In the recent past, social media marketing, which essentially is the use of social media marketing as the preferred marketing channels instead of the traditional marketing channels, has gained prominence (Cox 2012, Cowden 204 & Rudloff & Frey 2010, p. 7). Big as well as small companies are increasingly developing social media marketing strategies as a way of using integrated marketing practices to increase their market performance (Gurau 2008, p.
172). In academia, the use of social media platforms as an alternative marketing channel has received a considerable level of attention. The focus of many studies is on how effective the social media marketing strategies of companies are (Chanthinok, Ussahawanitchakit & Jhundra-Indra 2015). In other cases, the focus of studies is on the particular social media marketing strategies that companies develop (Arca 2012). However, it is clear that little research has been done on the subject of the use of social media marketing by start-ups in general and within the Australian context, in particular. Start-up companies are unique in various ways.
In the first place, start-ups usually have little capital to invest (Powell 2012, p. 268). The capital constraints mean that the companies have to make compromises in all their operations. On the other hand, start-ups usually attempt to gain a foothold in their markets by disrupting the manner in which a product or service is used (Powell 2012, p. 268). The essence of start-ups is to introduce to the market a product that is either revolutionary because it is entirely new or a product that is not new but has been repackaged in a manner that delivers more value to the customers (Cowden 2012, p.
6). Based on this rationale, start-ups often focus on using a novel value proposition to compete with established companies in the industry. Hence, start-ups attempt to use new marketing methods such as social media marketing as a way of effectively gaining a market share for their new products. It is within this context that the proposed study shall be conducted. The research will specifically examine the factors that drive the use of social media marketing among start-up companies in Australia and the impact of the factors on the success of the start-up companies.
Arca, C 2012, Social media marketing benefits for businesses: why and how should every business create and develop its social media sites? (Master’s thesis, Aalborg University, Aalborg), viewed 4 March 2017,
Artikel, V & Artikel, N 2010, ‘Social media and the business imperative: hybrid theory 1,’ Grunder Szene, 25 August, viewed 5 March 2017,
Brady, E & Bigham, JP 2014, How companies engage customers around accessibility on social media, viewed 6 March 2017,
Chanthinok, K, Ussahawanitchakit, P & Jhundra-Indra, P 2015, ‘Social media marketing strategy and marketing performance: Evidence from e-commerce firms in Thailand,’ GSBE Journal, no. 3, pp. 32-50, viewed 4 March 2017,
Ciprian, P 2012, ‘The growing importance of social media in business marketing,’ Quaestus Multidisciplinary Research Journal, no. 2, pp. 94-98.
Cowden, AG 2014, Effect of social media marketing on traditional marketing campaigns in young Icelandic companies (Master’s thesis, Reykjavic University, Iceland), viewed 4 March 2017,
Cox, S 2012, Social media marketing in a small business: a case study (Bachelor’s thesis, Purdue University, West Lafayette, Indiana), viewed 4 March 2017,
Dahl, S 2014, Social media marketing: theories and applications, SAGE, London.
de Vaus, D 2013, Surveys in social research, Routledge, London.
Gurau, C 2008, ‘Integrated online marketing communication: implementation and management,’ Journal of Communication Management, vol. 12, no. 2, pp. 169-184.
Hassan, S, Bulic, F, Bucifal, S, Drake, P & Hendrickson, L 2015, Australian geography of innovative entrepreneurship, Office of the Chief Economist, Australian Government, viewed 4 March 2017,
Jagongo, A & Kinyua, C 2013, ‘The social media and entrepreneurship growth (a new business communication paradigm among SMEs in Nairobi),’ International Journal of Humanities and Social Science, vol. 3, no. 10, pp. 213-227.
Neti, S 2011, ‘Social media and its role in marketing,’ International Journal of Enterprise Computing and Business Systems, vol. 1, no. 2, pp. 1–16.
Owen, R & Humphrey, P 2009, ‘The structure of online marketing communication channels,’ Journal of Management and Marketing Research, vol. 1, no. 35, pp. 2 – 10.
Oyza, I & Agwu, E 2015, ‘Effectiveness of social media networks as a strategic tool for organisational marketing management,’ Journal of Internet Banking and Commerce, vol. 2, no. 6, viewed 6 March 2017,
Pan, AB & Crotts, J 2012, ‘Theoretical models of social media, marketing implications and future research directions,’ viewed 5 March 2017,
Perrin, A 2015, Social media usage: 2005-2015, PEW Research Centre, viewed 5 March 2017,
Powell, GR 2012, Marketing calculator: measuring and managing return on marketing investment, John Wiley and Sons, Mason.
Rudloff, S & Frey, B 2010, Social media and the impact on marketing communication (Master’s thesis, Luleå University of Technology, Luleå), viewed 4 March 2017,
Rupin, C 2015, Social media as a new engaging channel in brands’ relationship management, (Master’s thesis, Metropolia University of Applied Sciences, Helsinki), viewed 6 March 2017,
Schultz, D, Patti, CH & Kitchen, PJ 2013, The evolution of integrated marketing communications: the customer-driven marketplace, Routledge, London.
Skoumpompoulou, D, Vlachos, I & San Jose, JG 2014, Social media impact on marketing and operations of small and medium companies: a Delphi study, Paper presented during the 2nd International Conference on Contemporary Marketing Issues (ICCMI), 18th to 20th June, Athens, Greece, viewed 5 March 2017,